Summer is the perfect time to slow down, enjoy a cool, refreshing drink and to think about the simple life, which is what NESTEA on May 17 offered New Yorkers in Herald Square with its 200-square-foot tiny house and samples of its newly reformulated iced teas, which are made with fewer ingredients than in the past.
Lifestyle bloggers Inspired by Charm, Southern Bite and Hapa Time, who designed the tiny house, were on-site and, throughout the summer, will create content about “living simply” with NESTEA. Celebrity spokesperson and actress Anna Camp shared memories of drinking iced tea in the summer with her grandmother and mother. The new NESTEA, which is hitting retail shelves now, has been completely reformulated and its packaging and visual identity redesigned, all around a less-is-more philosophy.
“The products are made with simpler ingredients and all-natural flavors that reflect what consumers want today, and the fresh, modern, simple redesign fits perfectly with the tiny house philosophy. We felt that this activation is the perfect embodiment of the new NESTEA product that is relaunching right now,” says Karen Ress, vp and gm of Tea Brands at Nestlé Waters North America, which owns the brand.
Brand ambassadors took attendees through the tiny house, which offered a showcase of clean design in a simple white and green color palette and design efficiencies such as a fold-down table in the kitchen, a loft for sleeping and a living room couch that converts into a lounger.
Besides a taste of the less-is-more philosophy, consumers also got a taste of NESTEA’s new flavors, and received a bottle to take home. Blogger Southern Bite distributed recipe cards for a simple sheet pan meal that pairs nicely with NESTEA. The theme of living simply will continue on nestea-usa.com and on Facebook, Twitter, Instagram and Snapchat Live. Plans are in place to take the tiny house to Boston and Chicago later this summer. Agency: Eventage, South Orange, NJ.